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Propensity Scores should be your breakthrough marketing technology. Why? Well, your ability as a marketer to understand your customer’s behavior before he or she makes an online purchasing decision puts the ball back in your court. The problem is customers have total control over their purchasing decision by using the web to research, compare and interact with others. And as marketers, we haven’t had the capability to connect the dots from all of the customer data being collected across disparate sources; therefore, we haven’t been able to effectively respond to customers as unique individuals. However, propensity scores help you solve this problem by identifying why each of your customers purchases your product or not. As a result, you can take back control and increase revenues by implementing the propensity scores below into your marketing analytics program: